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Classic commercials WWJ TV 1977

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windsor
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Classic commercials WWJ TV 1977

Post by windsor » Wed Apr 22, 2020 8:56 pm

Take yourself back to may 20 1977 on the New4 WWJ TV Detroit...…

https://www.youtube.com/watch?v=OAQfRDedobE


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Calvert DeForest
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Re: Classic commercials WWJ TV 1977

Post by Calvert DeForest » Wed Apr 29, 2020 10:30 am

I'm reminded of how much black there was between commercial events back in the day. A good one or two seconds. These days transitions are flash cut frame-to-frame. The advent of digital servers made it possible to eliminate any pause between one spot and the next. The idea is to run the break in constant motion and keep viewers engaged. Also gives stations and networks more inventory by freeing up the dead space. Downside is that the natural pause between events has disappeared. It's like watching one long spot for different products.


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Some Guy from Toledo
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Re: Classic commercials WWJ TV 1977

Post by Some Guy from Toledo » Wed Apr 29, 2020 7:27 pm

Calvert DeForest wrote:
Wed Apr 29, 2020 10:30 am
I'm reminded of how much black there was between commercial events back in the day. A good one or two seconds. These days transitions are flash cut frame-to-frame. The advent of digital servers made it possible to eliminate any pause between one spot and the next. The idea is to run the break in constant motion and keep viewers engaged. Also gives stations and networks more inventory by freeing up the dead space. Downside is that the natural pause between events has disappeared. It's like watching one long spot for different products.
I noticed how often this differed from country to country. In France for example, it had been a tradition to splice all the ads onto a single reel and have a blue background or a colorful short motif lead between each ad.
https://www.youtube.com/watch?v=RQZAFsdUgC0
https://www.youtube.com/watch?v=mibFRDXqxi8
https://www.youtube.com/watch?v=rhcfbu1TPdw

Some countries like The Netherlands and Germany created little cartoon inserts that often played between the ads.
https://www.youtube.com/watch?v=zMitnNMh0tY
https://www.youtube.com/watch?v=ZodfabhAQ9Y

In Japan, a similar premise was followed, but instead of having something between ads, they simply spliced to the next ad.
https://www.youtube.com/watch?v=UyceZdyUtEM
https://www.youtube.com/watch?v=gKBUGEdXhP4
https://www.youtube.com/watch?v=aBzb8P4v4X8

This method seems to have became standard in the way commercials are slotted nowadays everywhere, though minus the second of silence between ads, which Japan still has to this day!
https://www.youtube.com/watch?v=CIcoRPVmzzY



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SolarMax
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Re: Classic commercials WWJ TV 1977

Post by SolarMax » Wed Apr 29, 2020 10:09 pm

For ages, it was de rigueur that commercials had to begin with a fade up, and end with a fade out, usually 15 frames (1/2 second), shorter if the copy was "fat." Practice was also that a :30 was usually actually 29 sec:20 frames, providing a small bit of leeway and a "breath" between spots within a manually switched break.
Digital servers and automated playlists should result in seamless, smooth breaks. However, with the outsourcing of most local stations' Master Control operations to centralized hub facilities, stations that prided themselves on a "tight" on-air look now have out-of-market console jockeys that upcut and downcut spots, mis-time cutaways to and from network feeds or studios. Regardless of a lower grade on-air look, management's bottom line is served.



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